I’d like to share my observations about the system upgrade thatVirgin has implemented. From the outside, it has been an interesting lesson in change communication. I tried to use my new shiny login on theVirgin website, and I failed to login. I called the service desk and had an experience that left me both cross and impressed at the change underway atVirgin. It was a manager that took my call, and who was clearly not versed at completing the login processes. Normally I would have complained, but it was what happened next that impressed me. When I asked what was causing the problems, he simply said – we have had a substantial change in our systems, which in a few months will make both of our lives easier, and improve your experience, but we are having a few teething problems and for now it is all hands on deck. Well done to the front line staff, because it was that team of people on the day that helped me to remain satisfied with the customer service and therefore not complain. This was weeks ago, but this morning the Virgin check-in staff at Manchester (always a delight) looked frustrated. I asked why, and again I was impressed with the honest reply, telling me that using the [new] system would ultimately help them, but that it was slow. She was right – I won’t wait 20 seconds for a page to load on Google. But that is what she had to contend with every day, several hundred times a day, on a front line check-in desk. My message toVirgin is this: I hope your system is creating the intended benefits and well done to the managers for clear consistent messaging. But please consider, every minute you save through some backend alteration, your frontline staff feel the strain the most. It isn’t fair on them and I hope it improves, otherwise you’ll burn out the good will that the staff have for the company.